Sample Content Preview
Assuming that you consider yourself a savvy internet user then you must be quite conversant with the social media sensation that is Facebook. That being said, I am sure that you, like any reasonable person, hates it when that annoying ad pops up when you are watching that funny video of a cat playing the piano. I am also sure that you have often thought to yourself how much of a waste of time this business is right after you skip the ad. Well, sorry to say but this opinion, could not be more wrong! Facebook is well on course to turn in revenue of more than 4 billion dollars this current year from advertising alone. Yes, from those same adverts that even the best of us cannot seem to skip them fast enough. Okay, now with those astronomical figures then there is definitely a potential for making money. Then here is the million dollar question, “How do you get the viewers to click on your ad?” And an even more important question, “How do you get these viewers to purchase your product?” Admittedly the pioneer marketers took a shot in advertising through Facebook ads, particularly in the early days of Facebook, and they determined that it was not a worthwhile venture. Well this article will tell you do not believe them. In this particular guide, you shall be able to get some insight on the kinds of business models that are best suited for Facebook ads and how to turn them into lucrative campaigns. This guide will encompass some of the most common errors made by markers and the most significant factors for the success of you ad campaign.
The Principles Behind Facebook Ads
There are many different varieties of Facebook ads that are available for the average user. For instance on may choose to promote their page, the actions of other users, the posts on the users page, or the website in its entirety. The recent focus on native advertisements and maintaining traffic on their own site by Facebook, notwithstanding, there are still endless possibilities for one to direct users to one’s own website. Facebook ads are often designed to target the end users on the premise of their demographic, location, and the information on their profile. Most of these unique alternatives are only available on Facebook social media platform. Upon creating an advertisement, a prospective marketer then identifies a budget and makes a bid for each individual click or the hundreds of impressions that the specific advertisement will receive. Following which, users will view the ads on the sidebar of their Facebook page. This guide will take you through the various steps as well as practices that are involved in the creation of CPC ads that channel traffic to the website. The other ad options that are offered by Facebook are quite efficient for channeling engagement as well as brand awareness, however ads that direct the users from the Facebook site are still the most lucrative option for looking to turn a quick profit.
Who is Best Suited to Advertise on Facebook?
One of the most common reasons behind the failure of Facebook advertising is simply because they are the like fitting a square peg into a round hole; it simply does not fit. There is an inherent need to try out and test the available marketing channels, particularly if there is suspicion that the demand will result in the prices shooting up, but most importantly ensure that the business model that you are currently using is a good fit to the particular network that you have chosen. It is important to note that Facebook ads have more similarity in characteristics with display ads than they do with search ads. The main aim it create demand for a product as opposed to fulfilling that particular demand. Never forget that the bottom line of Facebook is for the users to connect with their friends and not to seek out products that they can purchase, the latter being a fortunate consequence.
Conversions with Minimal Friction
It has been noted that the business that succeed in using Facebook as a marketing platform employ the subtle art of imploring and convincing users to sign up for things, as opposed to buying. It is important that you also employ this tactic of conversations that have minimal friction if you are to succeed. Let us explore the scenario that a visitor has been directed to your website through the advertisement, however, he was not looking to purchase any of your products. It was merely a combination of pleasant whimsy or just general boredom. In the event that you are relying on him to purchases something on the spot which would in turn make your ROI appear very presentable then it is likely you will fail. By characteristic the users on the Facebook platform are fickle; after all that is the whole point of social media. It is therefore expected that majority of them will opt to return back to the Facebook the very instant that you demand for a substantial commitment or purchase upon entry to your site. However, there is a simple way of keeping them on your site and that is maintaining conversations that are simple such as first signing up for the services that you offer, filling out a simple form, or even just providing an email address. Regardless of whether you offer products or services, it is imperative that you focus on a sustainable conversation such as ensuring that the prospective customers first sign up for something such as a newsletter. Following which you can move to marketing to them through their email. This minimizes the chances of putting off the customers even before they like your page.
Sites that offer daily deals for instance, AppSumo, Groupon, and Fab are the embodiment of the businesses that are most likely to succeed with this type of marketing. The moment that you click on one of the ads that they run on Facebook, they only require your email address. They will then follow up on a sale later on as they have your email address.
Okay now that you have stuck to the playbook and only required an email address after clicks on your advertisement, eventually there will be a need to actually make some revenue from these visitors if your ad campaign is expected to be profitable in any way. From studies, it is evident that the business models that are most suited to fit Facebook ads are those that draw revenue over an extended period of time as opposed to drawing it all at once. Here, a user may have provided you with her email address but that does not necessarily mean that she will buy anything from your site; you will need to substantially gain her trust prior to her being comfortable in purchasing anything. It is wise that as the marketer not to depend on one big purchase from this individual customer. Ideally, one should target a series of many purchases for a healthy business model. As earlier noted, subscription sites and the daily deal sites are the perfect embodiment of business models that are most suited for Facebook advertisements. These business are characteristically defined by customers whose inherent value is stretched out over a period of half a year or more. As a business model, you can try to focus on convincing the users to sign up upon their first visit to the page. By choosing to place a six month timeline for profitability after spending on a Facebook ad as opposed to a day, it is possible to convert the Facebook users into long-term clients or customers. For instance, at the beginning one can choose to focus on a 20 per cent payback on a given advertisement on the first day and 100 per cent payback after approximately six months.
Targeting Facebook Advertisements: How is it done?
One of the most common mistakes that is committed by marketers who use the Facebook platform is the failure to properly target the desired market. Without a doubt the targeting options that are provided by Facebook are almost unparalleled; there are so many alternatives that one can use to effectively target the desired market. One can choose to target their users through the following characteristics: Age Location Interests Gender Relationship status Connections Education Languages Workplaces Each of the above mentioned options can prove to be extremely valuable depending on the audience that you are targeting. As a base template, most marketers will tend to focus on age, location, interests and gender. These will often cut across all the different parameters for selling any given product.
Location is an option that allows the marketer to target the users that are within a specific geographic location such as country, state, zip code, city and any other parameters that would be deemed necessary in this endeavor. Age as well as Gender targeting should be based on the customers that already exist in the portfolio on the marketer. If for instance, the majority of the customers on a given profile constitute of women that are aged between 22 and 45, then it is only logical to begin by targeting these individuals. In the event that they prove to be profitable, it is then that the marketer can expand the existing market. Targeting interests. This is arguably one of the most powerful features of the Facebook ads but more often than not it is misused. When one is creating a given advertisement, they are provided with a fixed set of two options: precise interests and broad categories. Targeting by Broad Categories Broad categories will encompass topics such as consumer electronics, horror movies and gardening. In the recent past, Facebook has included additional targets such as engaged (1 Year), has Birthday in 1 week, Expecting Parents, and Away from Hometown. This option of broad categories appeals as a very efficient method of reaching vast numbers in terms of audiences. However, it is important to consider whether this is the right option for you as it obvious that this specific option will cost a significant amount and more often than not they will spend very little in comparison. To this effect, one should always stay clear of broad categories targeting particularly if they are just beginning to start up the business.
Targeting by Precise Interests
This specific option enables the marketer to target the user based on the information that they have provided on their profile page which will include their documented interests and likes, the pages that they often frequent, the apps that they commonly make use of, and other content that they have occasionally provided in their timeline. It has been noted that the best Return on Investment has been achieved by the use of Precise Interest Targeting. There is a diverse array of interests that Facebook has to offer from which a marketer can target. These can range from Game of Thrones to Jet skiing. The most difficult part is choosing the one that is right for the specific advertisement or product that one has to offer. When one is focusing on precise interests, Facebook will offer the size of the audience that one would require alongside other suggested interests and likes. As a marketer, one will not have access to any competitive data. After one has selected the interests for a specific ad, Facebook will then proceed to providing an aggregate cost for a bid. Most marketers are in the habit of selecting the largest groups that they can possibly find. It is vital that you understand that is a big mistake! These groups are often more costly and offer very little in terms of targeting.
Instead of focusing on broad terms for your unique product such as “yoga” of “travel photography”, one should concentrate their focus on specific interests are will prove worthwhile in the long run. It would prove effective to research the blogs or the magazines that your prospective customers prefer to read, which related products they tend to buy, and who they tend to follow on Twitter. These tunnel vision focused interests such as the aforementioned, there is a higher likelihood that one will reach a higher number of people that are more interested in the topic that and are more likely to spend money on the given item. For instance, let us take the scenario that one is looking to start a new DJ course. It would be unwise to the simply the target the interest “Disk Jockey”. A more efficient strategy would be to create advertisements that target publications that focus on DJs such as a DJ Magazine or an urban music oriented publication. This would be supplemented by another ad that would target other DJ Brands that are available in the market. In effect this would translate to aggregating smaller interest groups that are interrelated providing an audience ranging from fifty thousand to one million viewers. Such a structure will result in a substantial audience of potential customers that are likely to translate into a sale. For the more advance users, it would prove quite effective to employ the use of Facebook Connect as an additional sign-up option to one’s site. Here, when the users connect through the use of Facebook, then it provides you as the marketer a platform to analyze their various interests. You can then proceed to index these interest in relation to the overall number of fans that are available in the Facebook page. This will leave you with the high-affinity interests. Through the use of this method, it is possible to create a target group that could ultimately be the best performer for a number of years. Visual presentation and Images for Ads on Facebook Arguably, one of the most important aspects of your advertisement is the image that will be selected. It is possible that you are indeed one of the most gifted writers and SEO specialists in the world, but if the image of your ad is not captivating enough to the user, then you quite simply will not get any clicks.
It is important that you do not be frugal with the quality of images by preferring low quality, generic stock of photography. Also, do not make use of images that you do not have express rights to make use of. Often, marketers have been culpable of stealing images straight from Google Images and using it on their advertisement, needless to mention that we live in a litigious society and such an action could have various ramifications. Additionally, in the event that your company is not globally recognized it is imperative that you avoid making use of your brand. Now that all the don’ts have been covered, then this brings the question of what should prospective marketers use for images in their ads? In order to avoid lawsuits and other such encumbrances, it is advised that one makes their own photos, purchase them from the image rights holders, or make use of the images that have a Creative Commons License. Below is a description of all the images that work with some degree of efficacy and the best place to locate such images.
The images portraying individuals are often very appealing, particularly their faces. It is advisable that a prospective marketer makes use of close-up faces that are attractive and have a significant resemblance to the overall target audience. Also it is important to note that younger faces do not necessarily mean that they are better. In the event that one is targeting a group of baby boomers or retirees, then it is only prudent to make use of images of individuals that are aged 60 and above. Here making use of an attractive 24 year old model would be oddly misplaced and inappropriate. The images that are used in Facebook ads are often small in size (100 by 72 pixels). In light of this, it is important that the marketer concentrates on the face of the individual and crop it if there is need for it. Never should there be an excuse for making use of a blurry image or dark picture, it would definitely be unattractive to the end user and nothing will be purchased from the website. Tip for Advanced Users: It has been found that when browsing through advertisement, the average consumer will be attracted to a face that is facing the right side. This is because the user will trail the subject’s line of sight and are therefore increasingly likely to read the text in the ad and thus enhancing the chance that the audience would actually be interested in the advertisement.